Never mind that Bobby Orr seems to have been portrayed in this 1970 Yardley ad as a goaltender; what’s important here is the fresh feel, and why he likes it. Three years later, with illustration and haircut both updated, he’d still be endorsing it — here.
SpokesPhil: Born on a Friday of this date in 1942 in Sault Ste. Marie, Ontario, Phil Esposito is 77 today. In 1981, when he laid himself out in the name of Sasson and their slacks, knit tops, and luggage, it was in the company of New York Rangers teammates Don Maloney, Barry Beck, Ron Greschner, and Anders Hedberg. The campaign included TV commercials, too, and if haven’t seen those (here they are), they’re worth the wince.
Hard Sell: Surrendering to Bobby Hull’s 1970s salesmanship, you might find yourself wrapped in the warm embrace of a handsome sweatercoat as you headed out with your trusty hockey stick in hand to check on the stretch and sag of your fenceline. Then again, maybe would you be content to stay in, suiting up to hunker down to finish the circuitry on that hi-fi you’ve been working up on your home production-line? Up to you. Follow your bliss.
Red Horner, who died on this day in 2005 at the age of 95, was only ever a Maple Leaf during his 12-year NHL career, patrolling the Toronto blueline from 1928 through to 1940, making a business of punishing those opponents who dared to cross over. “Hockey’s Bad Man” Maclean’s called him in 1935, noting that in two previous 48-game seasons he’d spent five hours on the penalty bench. This curly-head wolf of the blueline is an epithet that Ted Reeve applied to Horner around that time in describing his raring, tearing, hot-headed, hammer-and-tongs manner of conducting himself on the ice. Horner was a popular Leaf and as such he was found himself in demand as a pitchman for everything from miserable ailments like sour stomach to shiny modern kitchen appliances. Here he is with his wife Isabel in their own Briar Hill Avenue home in North Toronto for a 1938 magazine campaign on behalf of Moffat electric ranges and refrigerators. The Horner’s stove was, I’m assured, beautiful in its soft gleaming finish, staunch and rugged underneath its outward grace. Mrs. Horner said she was proud of it, and that all her friends remarked on its beauty. “And it is so wonderfully quick and accurate,” she was pleased to add, on the record, “so dependable with its special oven control and other advantages, that I have lots more leisure and cooking has become a delight and inspiration.”
Say whatever you want about the late, great, exceedingly affable Toronto Maple Leaf goaltender Johnny Bower, who died a week ago at the age of 93, but say this, too: he was an extremely speedy shaver.
This is going back ages, to those ancient times when the Leafs still reigned as Stanley Cup champions. They’d triumphed in the spring of 1967, as you maybe don’t really remember, an unlikely crew of conquerors as ever there was in NHL history, anchored in goal by the elderly tandem of Bower (42 at the time) and Terry Sawchuk (37).
At some point after that springtime surprise, Bower took up as spokesman for the Sunbeam Shavemaster Shaver Model 777. Maybe you’ve heard tell of this fabulous machine; possibly you had one, once, to tend your own face. Did you prize above all things getting the trimming done with maximum dispatch? Bower seems to have been so eager to prove how hasty his Shavemaster could do the job, he challenged four of his NHL compadres to a race.
Sawchuk was there, with an electric shaver with rotary heads. Ed Giacomin of the New York Rangers brought an old analogue “band” razor. Then there were Canadiens: Charlie Hodge with (and I quote) a flat-headed electric shaver with reciprocating cutters, Gump Worsley wielding a stainless-steel blade in a safety razor.
In case you thought this was an unofficial stunt, sorry, wrong, no: this was official. So much so that three NHL trainers were on hand to time the proceedings: Montreal’s Bob Harney, Bob Haggert from the Leafs, and Frank Paice of the Rangers.
The goaltenders hadn’t shaved for a day, I guess. That’s what I’m told. Of course they got dressed up in full gosling gear (no masks, obviously). Given the go … well, who’s kidding who? You knew how this was going to go. Bower won. It took him and his six-bladed 777 — believe it or don’t — a mere minute to mow his mien. Six “husky” blades did the job, the admen from ’67 tell me, with “over two million cutting actions.”
Bower was sold, it seems — enough to make the sell. His testimony is on the record: “I don’t think any shaver,” he advised, “can beat Sunbeam for speed and comfort.”
If you were reading Maclean’s through the 1930s, mostly what you were seeing week by week on the covers of Canada’s National Magazine were portraits of happy women, most of them young, all of them white and serene-looking, confident, and free from cares. Sometimes they were packing suitcases (June, 1932) or clutching Christmas presents (December, 1933); they played a bit of ping-pong, too, (November, 1932) and also went after garden pests with malevolence and insecticide (May, 1936). They were aviatrixes, in at least four cases (including August, 1931 and May of ’32). A lot of the time, they sported bathing costumes (Julys and Augusts of 1932 + 1933; Augusts, 1935 + 1936; June, 1938; August, 1938).
That’s not to say that Maclean’s only covered young women in ’30s, but about 35 per cent of the time they did. Babies were also abundant (nine of them across 224 issues), along with young boys (usually up to no good) and golfing men (five). Not a lot of diversity there, either, which is to say, none whatever. In October of 1930, unfortunately, a group of happy kids dressed up for Halloween did include a boy in black face.
Hockey players? They were as abundant through the ’30s as Santa Claus, which is to say they fronted Maclean’s just four times that decade. Whether that’s a big distinction or kind of pitiful, well, I don’t know, guess it depends on your outlook. Hockey players did outnumber kings (just two of them made Maclean’s in the ’30s ) and football players and people playing tennis, so that’s … encouraging?
The hockey covers: first up was artist Joseph Farrelly’s impression, in 1933, of a handsome generic skater poised for action in what looks like Ottawa Senators garb, which is thoughtful, given that the original Senators would be folding within the year.
W.V. Chambers painted hockey’s next coverboy, in February of 1935. That’s it here, above: Toronto Maple Leafs’ defenceman Red Horner in a comical funk, cartoonishly fed-up at having been exiled, once again, to the penalty bench.
Hockey didn’t yet have goons in those years, what it had was bad men, among whom Horner was one of the baddest. For three years running he’d led the league in penalties, and the following year he’d do it again, amassing 167 minutes, which set a new single-season record that stood for 20 years, until Lou Fontinato barged his way to 202 in 1955-56.
A colourful character, then, Horner. There were others, of course, playing in the NHL through the 1930s. If we’re only talking about players who were skating with Canadian teams, what about Charlie Conacher, King Clancy, Hooley Smith, Syl Apps, Lionel Conacher, Nels Stewart, Aurèle Joliat? Howie Morenz! If the life he led on the ice wasn’t worth Maclean’s coverage, then wouldn’t his sudden death in March of 1937 have been news, mourned by so many thousands across the hockey map? No, not even then. The week of Morenz’s death, Maclean’s went with a humorous illustration of a hotel lobby boy on its cover, with nary a mention within of the hockey star’s death. True, it was a different kind of a magazine in those years, heavy on fiction and issue-oriented features. Still, I don’t know how you explain what happened in the very next issue, dated April 1, 1937 (poultry on the cover): in a perky article on NHL players deserving of all-star honours, author Jim Hendy somehow neglected in a passing mention of Morenz to note that the poor man was no more.
It was good to be a Leaf if you hoping to see yourself on the cover of the (Toronto-based) magazine in the ’30s. Goaltender Turk Broda was next up after Horner, photographed for a February, 1938 issue. A year later, separated by covers featuring turkeys, lumberjacks, and no fewer than three swimsuited women, the Leafs’ Gordie Drillon got his turn.
While neither Broda nor Drillon rated articles within the editions they fronted, the same can’t be said for Red Horner in 1935.
Along some flippant racism in the editor’s notebook, the contents for that week features a helpful column suggesting that the stout man — i.e. overweight — stands a better chance of resisting disease than the thinner one. There’s a column, too, about the “coloured races” in France. Amid all the fiction (including a hockey story, “The Not-So-Yellow Kid” and a timeless tale of the theatre called “Gentlemen Don’t Spank”), Horner penetrates the inside pages of the magazine in a serious way, featuring not only in a feature editorial profile but also, alongside his wife, Isabel, in a full-page advertisement touting stoves.
I gather that the new Moffats Electric Ranges were not only beautiful (“soft gleaming finish”) but “staunch and rugged.” Mrs. Horner loved hers, with its Therm-O-Matic Oven Control and Cook-Quik Element; it made her proud.
The Mr. Horner profile, is by Lou Marsh, Toronto Daily Star sports editor, former NHL referee, and all-round Toronto sporting personality. It is, let me say with respect, mostly puffery. A poem, supposing you were determined to extract one from Marsh’s paragraphs describing his subject, might look like this:
the large pleasant looking, red-headed young man
this fighting fireball
this curly-head wolf of the blue lines
a fellow who is just a bit headlong, a trifle strenuous
a heavy man
an excellent team player
a genuinely modest athlete.